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Tangible elements
Symbols, Logos, Names, Motion
Symbols and Avatars
are a non-word mark that have a meaning associated with a brand
The originator and The source
the individual or group initiating the communication process with a receiver
Push Tactics
ways that manufacturers produce a large number of items
Decoding
The process by which a person receiving a message interprets it
Knockoffs
Describe similar copies but are not identical to the authentic products
NOT a step in the brand communication process?
Advertising channel
Brand Brief
a written document that describes the essence of the brand such as mission and vision statement
Consumer
Stakeholders are a group of individuals affected by companies and business practices. This is NOT a stakeholder
Creative brief
visually synthesizes a brand and includes naming, logo design, brand architecture, and packaging design
Brand architecture
refers to the hierarchy of brands within a single company
Endorsed brand architecture
describes the brand as having synergy between the product name and the parent brand
Escapist experiences
offer a way of taking on a new persona; consumers actively participate in the events of real or virtual environment
Criteria for choosing brand elements
1. Memorable 2. Meaningful 3. Likable 4. Transferable
Product Adoption process
1. Attention 2. Interest 3. Desire 4. Action 5. Brand Loyalty
Intangible elements
1. Feelings 2. Services 3. Policies 4. Amenities
3 types of experiences
1. Product experiences 2. Shopping and service experiences 3. Consumption experiences
Criteria for choosing Promotional Communications
Coverage, Contribution, Commonality, Complimentary, Versitility, and Cost
Shareholder Value
The price investors are willing to pay for a share of stock in the company
4 Value stages
1. Marketing program investment 2. Customer Mindset 3. Market Performance 4. Shareholder Value
Brand Salience
a consumers ability to recognize or have awareness of any particular brand
Psychographics
AIO measures that estimate lifestyles of groups of people
Industrial brands
are those working in business to business enterprises
Merchantainment
the entertainment aspect of fashion brands
Brand Equity
the power of a brand lies in what consumers know about a particular brand
Market growth phase
is characterized by faster and more frequent sales of products
Innovator group
actively seeks out new and different ideas, products, and brands before anyone else
Specialty Products
items consumers actively and willingly seek out
Durable goods
items consumers do not change with frequency
Luxury products
items appeal to consumer emotions and state of wealth
Brand identity
a combination of attributes that communicate the personality of the brand
Demographics
the study of populations through statistical analysis of quantifiable fact
Reducing risks
one of the benefits of branding for consumers
Merchandisingprocess
sourcing goods, producing goods, distributing goods, preparing goods
can reduce performance, physical, financial, time, and social risks
Brand awareness and Brand image
Consumers born from 1980 onward
Baby boomers and Millenials
Commodity products are items consumers generally do not spend much time or energy seeking out. T/F
False
Wholesaling is the sale of goods to retailers, or industrial, commercial, institutional, or other professional businesses
True
Brand personality is a part of the symbolic nature of brand image that may include sincerity, excitement, competence, sophistication, and ruggedness
True
The Industrial Revolution helped produce items in mass quantities and of consistent quality
True
Consumer behavior
Obtaining, Consuming, and Disposing
3 Dimensions of brand equity
1. Brand awareness 2. Brand image 3. Brand loyalty
4 Phases in Product Life Cycle
Introduction(commercial space flights) , Growth (handheld computers and phones), Maturity (Social Networking), Decline (land-line phones, DVD rental stores)
Quality of marketing programs
Clarity Relevance Distinctiveness Consistency
Price premium
the price consumers are willing to pay more to obtain any one particular brand of products
Price elasticities
price rises or falls
Market share
the percentage of total sales volume in a market captured by a brand or company
4 Value Stages
1. Marketing Program Investment 2. Customer Mindset 3. Market Performance 4. Shareholder Value
Brand awareness
Recognition and recall

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